Kenmore’s strategic initiative for Summer 2009 was to generate buzz among its core target. Given Kenmore’s non-presence in the social media arena and shrinking share of voice versus key competitors, it was imperative to create a dynamic program that could jolt consumers into rethinking Kenmore appliances.

Solution

ARS Interactive developed an interactive program with “full-funnel integration” via YouTube and Kenmore.com. The disruptive social media program leveraged Kenmore dishwashers and laundry appliances that make everyday chores easier and less time consuming.

• Targeted online media hit the mark with a pure entertainment focus
• Kenmore utilized Amy Clark, a well-known mommy blogger, as host
• Agency launched a social media outreach and seeding campaign with popular mommy bloggers
• A user-generated video contest showcased crazy cleaning confessions submitted by people who had challenges with their laundry or dishwashing routines
• Contest was divided into four phases: Video Submission, Selection of Finalists, Voting and Winners Announcement
• Agency seeded the contest with sample video confessions to kick off the submission phase
• An engaging companion website hosted by Amy Clark showcases the benefits of high-efficiency laundry and dishwashers
• Kenmore had real families put Kenmore appliances to the test by sending them appliances to “reform” their dishwashing and laundry habits

Results

• At least 180% above-target performance on all engagement metrics: brand channel visits, video views and user comments
• 52 entertaining video entries with over 2 hours of user-generated craziness
• Most popular videos included product-related video posted by the brand
• Overwhelmingly positive user comments and natural viral buzz

Takeaways

• Active seeding with bloggers is probably the most important component, especially at the initial stages of a user-generated content (UGC) campaign.
• Leverage the advanced contextual targeting available on YouTube. General ad placements do not generate click-through.
• Real families – Real results was the most rewarding tactic because:
• It had a pure UGC feel but was on message
• It was introduced at the right time (during phase 3 – Voting)
• It was featured at the right spots (in response to contest entries)